Data Centers: Select the Right Tools for Your Business

Preparing remarkable content is not enough to bring visitors to your data center website.
Creating an educational webinar would not be effective if no one listened to it. Premiering a video with all the budget in the world is considered a failure if no one watches it.

What do all these things have in common? Their platform.

Selecting the right tools enables full-funnel revenue growth for your data center. “If you build it, they will come does not exist anymore,” says Joshua Feinberg, Vice President and Co-Founder of SP Home Run.

 “The market is so saturated at this point that without selecting the right tools per platform, your content is going to get lost in the muck.”

When creating and distributing content, consider the tools you will need for your marketing, webinar, video, and sales platforms to maximize your efforts.

Selecting Tools for Your Marketing Platform

Marketing efforts for your content should include how you intend on distributing it, promoting it, and continue engaging with prospects once they finish viewing your content.

When determining which tools to use to get the most out of your content, consider your:

• Calls to action
• Forms
• Landing pages and confirmation pages
• List management and email
• Social media publishing and monitoring
• Workflow automation
• Lead scoring

Selecting the right marketing tools allows your content to be front and center for prospects. It allows prospects to find YOU rather than rely on traditional marketing (cold calls, emails, etc.) efforts. After all, what’s the point of creating remarkable content if no one is going to see it?

Selecting Tools for Your Webinar Platform

Webinars are useful when properly executed. Webinars provide an interactive environment where sales reps and prospects can mingle.

“Webinars are extremely useful when you use the right platform,” says Jennifer Feinberg, President and Co-Founder of SP Home Run, “The right tool will let you interact with your clients and give you information about them.”

When selecting the best platform to host your webinar, consider the following important capabilities:

• VoIP support
• Dial-in by phone support
• Mobile app support
• Full integration (marketing and sales platforms)
• Survey tools
• Polling tools

“GoToWebinar and WebEx are some of the more popular integrated platforms that people enjoy using,” says Joshua Feinberg.

Selecting Tools for Your Video Platform

A video-hosting platform is the perfect location for your webinar to live after its premiere. The recording can serve as an educational piece for months to come as long as the topic is somewhat evergreen.

When selecting the right video platform, consider if it is/has:

• Integrated (marketing and sales platforms)
• Gateable with form (turnstyle)
• Responsive players
• Heatmaps
• Calls-to-action

“YouTube is nice, but it does not give you specific details,” says Joshua Feinberg, “Using a platform like Wistia—which integrates with our marketing and sales platforms—lets us see details like who watched our video and how long they watched it for, which is crucial in sales.”  

Selecting Tools for Your Sales Platform

When selecting the right tool for your sales platform, Joshua Feinberg cites integration between the sales and marketing platforms as the utmost important feature. “Marketing working in isolation will fail,” says Joshua Feinberg, “Marketing needs to be totally aligned with sales.”

Other important factors to consider are:

• Website revisit notifications
• Email template library
• Collateral library
• Integrated calling

What factors does your data center consider when selecting the right platforms? Let us know in the Comments below.

To learn more about picking the right tools for your data center content production and promotion, be sure to check out our webinar on "Webinar Best Practices for Data Centers and Cloud Service Providers."